scholarly journals Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages

2020 ◽  
Vol 16 (1) ◽  
pp. 1-10
Author(s):  
Zuzana Vaculčikova ◽  
Zuzana Tučkova ◽  
Xuan Thanh Nguyen
Keyword(s):  
Quantitative Research ◽  
Market Access ◽  
Main Tool ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Positive Sign ◽  
Future Application ◽  
Economic Role ◽  
Contemporary Status

Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing. The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management.

A study of Perception and Engagement as a response of Consumers towards ads on Facebook and Google search engine

2020 ◽  
Vol 8 (10) ◽  
pp. 102-112
Author(s):  
Mohammed Usman
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Online Advertisement ◽  
Pull Marketing ◽  
And Gender ◽  
Google Search

Inbound marketing induces a customer to buy a product online by search engine optimization or various digital marketing strategies. Pull marketing is a proven way of attracting customers towards brands and engaging them for buying. Perceptions make an individual to either make a good image or bad image of the product. Buying products is a click away. Digital marketing is making reforms in India which are already doing well in foreign countries. India is witnessing a growth of internet usage due to digital marketing reforms, companies are using online marketing strategies to get them attracted towards their businesses. The online advertisement makes an individual to make the perception of the product and then respond in the form of clicking, liking sharing the social media content and then buying the product. The study will consider the demographic factors age group and gender as two variables for studying the perception of consumers towards social media. The study will help to determine customer engagement as a response to positive percetion of the ads on Facebook and Google search engine results.The engagement of customer is considered to be determined by three factors as browsing,sharing and buying products after getting influenced by ads on facebook and google serach engine results.

scholarly journals Understanding Digital Consumer: Generation Z Online Shopping Prefences

2019 ◽  
Vol 8 (2) ◽  
pp. 925-929
Keyword(s):  
Social Media ◽  
Information Needs ◽  
Online Shopping ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Generation Z ◽  
First Choice ◽  
Social Media Platforms

This research tests the preferences of generation Z in online shopping, which platforms they use more often and become their choice in shopping online. This study used a direct survey to collect data from 513 respondents with consumers intercepting randomly in several locations Survey questions are compiled from previous research questions and focus group discussions (FGD). the collected data is processed qualitatively uses descriptive analysis to clearly describe the preferences of generation Z. The results showed that generation z preference on online shopping was influenced by high visual-person involvement with images or images, the need for justice, instant thinking, clear information needs in online shopping affecting their choice of social media as a first choice but they also appreciated the market places platform because of its convenience features. Generation Z was chosen in this study because this generation has an important role in determining the standards of online marketing. This research is important for the world of digital marketing where the results of this study are useful to support the planning of effective and efficient digital marketing strategies. Online shopping has become a trend today and can be done more easily through the presence of an online shopping platform. Nevertheless social media is also an alternative in shopping online. Many of consumers use social media platforms to shop online. Both types of platforms, which are preferred and what determines the preferences for shopping online is really important to understand for help business to decide effective and efficient marketing strategies for them

scholarly journals Digital marketing

2020 ◽  
Vol 10 (1) ◽  
pp. 52-71
Author(s):  
Vladimir Njegomir
Keyword(s):  
Developmental Stages ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Financial Resources ◽  
Consumer Awareness ◽  
Entrepreneurial Marketing ◽  
Marketing Social ◽  
As Relationship

Marketing allows entrepreneurs to position themselves successfully in consumer awareness, to be successful competitors, and to satisfy consumer demands profitably. Entrepreneurs can use several marketing strategies, such as relationship marketing, expedition marketing, one-toone marketing, real-time marketing, and digital marketing. The aim of the paper is to discuss the advantages of digital marketing and certain forms of digital marketing in achieving entrepreneurial goals in the light of limited financial resources. In this paper, we will analyze the developmental stages of marketing. Then we will point to three critical forms of digital marketing: online marketing, social networking on the Internet, and mobile marketing. The main conclusion is that entrepreneurial marketing has a number of specific features arising from financial limitations of financial. Digital marketing does not require significant financial resources allocation and therefore represents an indispensable component of the entrepreneurs' market orientation.

scholarly journals Adoption of Digital Marketing in E- Recruitment Success: A Quantitative Study on Bangladesh Perspective

2021 ◽  
Vol 13 (4) ◽  
pp. 20
Author(s):  
Rumana Afroze ◽  
Sujana Shafi
Keyword(s):  
Human Resource ◽  
Quantitative Research ◽  
Statistical Tests ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Human Resource Professionals ◽  
Organizational Perception ◽  
Structured Questionnaire

This study’s purpose and strategies are to unwrap factors for the adoption of digital marketing strategies in the success of e-recruitment in Bangladesh. It also focuses on organizational perception, brand value, candidate and employer e- recruitment decisions in Bangladesh. In order to achieve the research objectives, a quantitative research has been done. A total of 138 human resource professionals from eleven prestigious job sectors in Bangladesh were contacted to participate in this study’s survey. To conduct the research, a structured questionnaire was used. The collected data was analyzed using statistical analysis. Statistical tests like, descriptive analysis, reliability correlations, factor analysis and regression test were used to pursue the objective of analysis. The result has proved that adoption of digital marketing has significant impact on e- recruitment effectiveness. This study has practical implications for especially human resource departments and marketing managers and, such as the implementation of an integrated digital marketing and communication strategy with successful HR e-recruitment. This research incorporates digital marketing insights into well-established HRM fields.

scholarly journals Marketing Trends using Latest Technology

2019 ◽  
Vol 8 (2S6) ◽  
pp. 700-703
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Science Data ◽  
Competitive Edge ◽  
New Methods ◽  
Huge Data ◽  
The Relationship ◽  
Data Screening

Marketing deals with examing besides maintenance of the deal of return. It is the business mechanism of organizing deal and achieve the needs of clients. It is one of the best phase of company leadership along with the concern on the needs of the clients.Because of cost effectiveness and broader range, online marketing is considered as one of the effective marketing strategies in business. Over a period of timeseveral online marketing techniques have been changed. Result of changing in digital trends, marketers ought to be aware of the modifications to adapt with the trending technologies and to remain ahead in the market. These will guide them gain a competitive edge and comes out with a new methods to improve their businesses, attain leads and improve the relationship with their vital clients. Artificial intelligence and machine learning are developing aspect of numerous sectors, including marketing. Artificial Intelligence (AI) Marketing Applications offers techniques to connect performance as well as science data. Screening and analyzing huge data was once tough to achievablebut it iseasy to achieve now. This paper sheds light on the survey of AIA's possibilities for human as well as its importance in this field. This paper explores AIA as an individual contributor in the world's digital marketing.

scholarly journals Online Impulse Buying Behavior of Consumer Triggered by Digital Marketing

2019 ◽  
Vol 8 (2S6) ◽  
pp. 648-653
Keyword(s):  
Quantitative Research ◽  
Online Shopping ◽  
Online Advertising ◽  
Online Marketing ◽  
Digital Marketing ◽  
Impulse Buying ◽  
Buying Behavior ◽  
The Future ◽  
Buying Behaviour ◽  
Online Buying

Online marketing is bitten by bit getting to be prominent in creating nations like India. The online advertising has developed as another goal which pulls in a great many customers consistently. "Impulse buy" or "impulse buying depict any buy which a consumer makes, however, has not arranged ahead of time (Baumeister, 2002; Stern, 1962). The components that influence the consumer online buying have been uncovered through quantitative research by breaking down information gathered through an internet-based poll overview. This comprised of 90 consumers who were buying online. This examination additionally talks about the administrative issues, recommendations and suggestions for the future analysts. The understanding of buying behaviour of online customers as far as their impulsive conduct would be useful for the advertisers and academicians. The main aim of this paper is to take a gander at the components which striving for online shopping and to build up a comprehension of the variables affecting the online shopping by the consumers

scholarly journals Pengembangan Strategi Pemasaran Ayam Barokah Melalui Digital Marketing

2020 ◽  
Vol 4 (2) ◽  
pp. 183-190
Author(s):  
Hartanti Hartanti ◽  
Rina Oktiyani
Keyword(s):  
Marketing Strategy ◽  
Rapid Development ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Strategy Development ◽  
Marketing System ◽  
Direct Sales ◽  
Chicken Farm

Abstrak  - Perkembangan tekhnologi yang makin pesat mempengaruhi tren pemasaran saat ini, dimana mulai beralih ke pemasaran online atau digital marketing. Digital Marketing System memberikan kemudahan dalam berkomunikasi dan bertukar informasi, juga lebih mudah dalam menawarkan produk, serta jangkauan pemasarannya lebih luas dan efisiensi biaya pemasaran. Kemudahan inilah alasan penggunaan Digital Marketing System di Peternakan Ayam Barokah Karangwuni, Doplang,Teras, Boyolali . Metode  penelitian yang  digunakan adalah diskriptif  kualitatif. Sumber data diperoleh dari hasil wawancara dengan para narasumber (informan) seperti peternak, pesaing, maupun konsumen, serta dari hasil observasi media online. Uji kevalidan data menggunakan triangulasi sumber. Teknik analisis data menggunakan analisis kualitatif yang terdiri dari reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitan penilitian menunjukkan bahwa terdapat penurunan penjualan dikarenakan permintaan menurun ditambah dengan kondisi pandemi covid 19, Untuk mengantisipasi menurunnya penjualan secara konvensional, peternakan ayam Barokah melakukan pemasaran langsung kepada konsumen tanpa melalui distributor, merubah produk dalam bentuk ayam matang, dan dengan digital marketing system, seperti menggunakan media sosial berupa Facebook, WhatsApp maupun Instagram, yang kemudian dikembangkan dengan Website. Pengembangan strategi digital marketing tersebut melalui tahap segmentasi, targeting, dan positioning. Kemudian mengkombinasikan 3 unsur bauran pemasaran berupa harga, produk, dan tempat, untuk mendukung maka unsur kempat yaitu promosi sebagai inti dari strategi digital marketing. Pengembangan strategi digital marketing berisi informasi mengenai variasi produk, harga dan cara pemesanan, penjualan langsung maupun layanan pesan antar. Kata Kunci: Strategi Marketing, Digital Marketing Abstract - The rapid development of technology has influenced the current marketing trends, which have begun to shift to online marketing or digital marketing. Digital Marketing System provides convenience in communicating and exchanging information, also easier in offering products, as well as wider marketing reach and marketing cost efficiency. This ease is the reason for the use of Digital Marketing System in Barokah Karangwuni Chicken Farm, Doplang, Teras, Boyolali. The research method used is descriptive qualitative. Data sources were obtained from interviews with informants (informants) such as farmers, competitors, and consumers, as well as from online media observations. Data validity test uses source triangulation. Data analysis techniques using qualitative analysis consisting of data reduction, data presentation, and drawing conclusions. The results of the research show that there is a decrease in sales due to decreased demand coupled with the condition of the covid pandemic 19, To anticipate the conventional decline in sales, Barokah chicken farms do direct marketing to consumers without going through distributors, changing products in the form of cooked chicken, and with a digital marketing system, such as using social media in the form of Facebook, WhatsApp and Instagram, which are then developed with the Website. The development of digital marketing strategies is through the stages of segmentation, targeting, and positioning. Then combine the 3 elements of the marketing mix in the form of price, product, and place, to support the four elements, namely promotion as the core of digital marketing strategy. Development of digital marketing strategies containing information on product variations, prices and ways to order, direct sales and delivery services.Keywords: Marketing Strategy, Digital Marketing

scholarly journals Impact of aggressive online digital marketing on sales in the Latin American and Caribbean regions

2020 ◽  
Vol 10 (2) ◽  
pp. 91-99
Author(s):  
Felipe Oyarzo Pineida
Keyword(s):  
Interior Design ◽  
Latin American ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Strong Connection ◽  
Marketing Social ◽  
The Caribbean ◽  
Corporate Social ◽  
Latin American And Caribbean

The aim of this research was to study how aggressive online digital marketing improves sales. The study was implemented across 27 countries, 15 countries in Latin America and 12 islands in the Caribbean regions, over a period of 2 years. Professional advertising images were shared monthly with 27 different distributors of a US textile company specialised in interior design. The showrooms were expected to promote their businesses via email and on Facebook, Pinterest, Instagram, WhatsApp, Twitter and through their own websites. Data were collected from the 27 participant firms with the help of interviews. The results of the study showed a strong connection between the use of professional digital advertisement and the growth of these businesses, while the showrooms that used little or no digital marketing strategies decreased or stayed low on profits. The study also showed that the quality and the content of the advertisement received by customers and how often they received it had an impact on their perception of the brand and the new products offered by the company. Data also showed that the most professional and attractive websites belonged to the most successful businesses. This research has also made recommendations to businesses and to future researchers at the end of the article.   Keywords: Corporate social responsibility, digital marketing, email, online marketing, social media.

Visual Artists’ Use of Digital Self-Marketing Strategies – A Quantitative Survey on the Present Situation in Germany

2019 ◽  
Vol 3 (2) ◽  
pp. 53-72
Author(s):  
Jessica Hodgkiss ◽  
Sarah Fassio ◽  
Adrianna Rosa
Keyword(s):  
Quantitative Research ◽  
Present Situation ◽  
Marketing Strategies ◽  
Visual Artists ◽  
Further Training ◽  
Quantitative Survey ◽  
Research Survey

Faced with increased competition on the market, visual artists today opt for digital self-marketing strategies to promote their work. In order to determine applicable measures for best results, the au-thors of this paper carried out a quantitative research survey among 158 artists working in Germany. Findings show that a large number of participants act as digital entrepreneurs, and over 50 per cent indicate a need for further training.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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